Illuminated shelf display sign



April 1939- A. c. FLETCHER 2,153,797

ILLUMINATED SHELF DISPLAY SIGN Filed Dec. 27, 1938 2 Sheets-Sheet 1 31wentot flwand r 6: f lelZar (ittornegs.

April 11, 1939. A. c. FLETCHER 2,153,797

ILLUMINATED SHELF DISPLAY S IG N Filed Dec. 27, 1938 2 Sheets-Sheet 2 fllexahdj a n r g Zjlw 06,, 4%

attorneys.

Patented Apr. 11, 1939 ILLUMIINATED SHELF DISPLAY SIGN Alexander 0. Fletcher, Chicago, Ill, assignor to Frankfort Distilleries, Incorporated, Louisville, Ky., a corporation of West Virginia Application December 27, 1938, Serial No. 247,968

Claims.

The present invention relates to illuminated shelf display signs, and has for an object to provide an improved sign constructed and adapted' for placement upon a shelf to imitate com- 5 mercial packages of a like kind reposing for display on the same shelf in a continuous order and arrangement such as is usually found upon the shelves of merchants or dealers particularly in the wiskey trade, and such imitation package being equipped for illumination to emphasize the goods in whose dress the imitation display package is gotten up and the trademark borne by such goods.

It is another object of the invention to provide an improved display sign for use particularly upon "shelves or in association with packages of the goods'in store windows and the like in which provision is made for the illumination of the sign to give life to the package and brand 2 9 name advertised thereby.

'Itis a further object of the present invention to provide an improved illuminated sign which to all appearances masquerades as the goods intended to be advertised thereby with a view to 25 bringing about in the beholder the illusion of the package itself becoming vitalized in a way to attract the attention of the beholder and to center his attention upon the sign from all the numerous goods of like kind displayed upon the 30 shelves where large inventories of goods are necessarily kept to supply a wide variety of trade.

A still further object of the invention is to provide an improved sign composed of a simple form of blank capable of an exceedingly flat 35 knock-down condition for inexpensive transportation and occupying small compass during shipment and which will admit of being set up in operative form quickly and conveniently by labor not particularly skilled in this class of activity.

40 A further object of the invention resides in providing an improved illuminated sign involving certain new features of construction in which the lamp box is held together in set up position by a simple arrangement contributed to by the lamp socket which connects the internal lamp with an external source of electric current supply.

With the foregoing and other objects in View, the invention will be more fully described herein- 50 after, and will be more particularly pointed out in the claims appended hereto.

In the drawings, wherein like symbols refer to like or corresponding parts throughout the several views,

55 Figure 1 is a front perspective view showing an illuminated shelf display sign constructed according to the present invention.

Figure 2 is a rear perspective view of the same. Figure 3 is a plan view of the blank employed with the glass 'removed. 5

Figure 4 is a rear view of the sign in a partially set up condition.

Figure 5 is a similar view showing a further phase movement in a more completely set up condition, and 19 Figure (5 is a vertical section taken along the line 66 in Figure 2.

Referring more particularly to the drawings 1 designates a shelf such as found in retail stores devoted to the sale of whiskey and other prod- 15 ucts. On such shelves are displayed the goods, the shelves also acting as storage spaces for maintaining quantities of the packages of goods behind those on display.

' In Figures 1 and 2 there is represented a numher of the display cartons or packages of the goods and associated with these genuine commercial cartons or packages is the improved illuminated sign.

In Figures 1 and '3, one of the genuine commercial packages 8 is shown as disposed to one side of the sign and other genuine commercial packages or cartons 9 and iii are illustrated as arranged alongside the sign at the opposite side thereof. The sign is represented generally at A between the genuine commercial packages 8 and 9 and this sign is arranged to duplicate the appearance of the genuine commercial cartons 8 and 9 so as to be virtual facsimiles of the genuine commercial packages or cartons.

It will be noted that the genuine commercial cartons contain on the upper portions of the front walls thereof spaces M in which appear the brand name or trademark of the product. Usually :this section of the front wall H will be represented in one color, for instance green, while the lower section E2 of the front of the genuine commercial package may be represented in a contrasting color for instance gold and contain a pictorial representation for the purpose of adding to the attractiveness of the package and .w possibly to emphasize the brandname 01' trademark.

In the embodiment shown in the drawings the genuine commercial package also contains a margin I3 at the top of the package or carton which is represented in a gold color.

The improved sign, in the instance shown in the drawings, is wide enough to represent two of the genuine commercial packages although it may be of a reduced width to represent only a single genuine commercial package, or the sign may be expanded so as to encompass the breadth of three or more commercial packages.

The front wall of the sign is formed of a translucent panel I 4, for instance glass, upon which are depicted pictorial representations l5 and l5 in imitation of the pictorial representation appearing upon the lower section l2 of the front wall of the genuine commercial package; and upon the upper portion of the glass panel |4 there is represented the brand name or trademark exactly as is reproduced upon the genuine commercial package. The translucent panel I4 is divided into upper and lower sections corresponding to the divisions of the front wall of the genuine package and colored to simulate the color scheme of the sections II and I2 of the genuine commercial package. A division line I6 appears vertically on the translucent panel |4 dividing the same into two equal parts and representing a break between adjacent genuine commercial packages or cartons.

The translucent panel I4 is mounted in an appropriate frame I! of cardboard, or other appropriate material. The color scheme is carried over from the translucent panel into the frame H for the purpose of perfecting the illusion, the purpose of which is to create a sign embodying as complete a facsimile as possible of the actual commercial carton; or as appears from the embodiment illustrated herein, two of such actual or genuine commercial cartons.

The sign is intended to be illuminated and for this purpose the translucent panel l4 and its frame I! are preferably carried by a suitable shadow box which is more particularly shown in Figures 3 to 6 inclusive.

In Figure 3 the blank from which the box is set up is illustrated, this blank being made from cardboard die out in the form shown and having a central cut-out l8 for the glass or translucent panel |4 bounded by the frame H which occupies the central panel of the blank. From this central panel extends side walls I9 and 20 connected respectively with the central panel by the score or hinge lines 2| and 22 on which the cardboard is folded or bent when set up.

Extending off the side walls l9 and 20 are the rear walls 23 and 24 connected with the side walls by the score or hinge lines 25 and 26 upon which such rear walls 23 and 24 are folded into set up position of the shadow box.

The rear walls 23 and 24 contain upper sections 21 and 28 separated therefrom by the diagonal score lines or hinges 29 and 38. In these extension walls 21 and 28 are made openings 3| and 32 which in the set up position of the box indicated in Figures 3 and 6 will register so as to permit of a lamp socket 33 being inserted through these openings 3| and 32 to assist in maintaining the box in the set up position.

It will be noted that the extension walls 21 and 28 are formed with triangular offsets 34 and 35 so that the free edges 36 and 31' of the rear walls 23 and 24 which are vertical are not prolonged or extended in the true vertical line through the extension walls 21 and 28 but the triangular offsets 34 and 35 produce additional areas of material outwardly beyond the openings 3| and 32 to afford ample material for strength on the outside portions of these openings; as otherwise the material might break down and the openings 3| and 32 might break through the edges of the extension walls 21 and 28.

One of the extension walls 21, which is the Wall to be folded over its companion extension 28, is formed with a notch 38 and an upwardly protruding tongue 39 for a purpose later to be described.

The central panel of the blank at its upper portion carries the top wall 453 connected with the panel by a horizontal crease line or hinge fold 4| and outwardly beyond the top wall is a rear flap 42 connected with the top wall by the hinge or crease line 43. In the flap is a cut out portion 44 to accommodate the tongue 39, the notch 38 engaging with a wall of the cut-out portion to form an interlock in the manner indicated in Figures 2 and 5.

In Figure 6 is shown the lamp bulb 45 and upon the outside of the socket are the connecting terminals 41 by which the lead in wires from a source of electric current supply may be attached.

Also as shown in Figure 6 an additional glass layer 48 is shown upon the upper part of the translucent panel I4, this layer being suitably colored to impart color to the brand name on the sign, and also being preferably stippled to impart a scintillating character to the illuminated display of the brand name or trademark portion of the sign. The interior of the shadow box will be of a white color or some other color having high light reflecting qualities.

In the use of the device, the blank as shown in Figure 3 with the panels l4 and 48 attached thereto may be transported in a knock-down condition in which the side walls I 9, 28 are folded over on the crease hinges 2| and 22 into flat parallelism with the front panel while the rear walls 23 and 24 and their extensions 27 and 28 are left unfolded in the same planes as their respective side Walls l9 and 20. The top wall 48 and its flap 42 may be folded over upon the panel so that both top wall 40 and flap 42 lie in flat parallelism therewith.

In this condition the sign forms an exceedingly flat package occupying small compass and can be shipped inexpensively in great quantities.

In setting up the sign, these various walls are folded out and set up in the position indicated in Figures 2 and 6. Figures 4 and 5 show the various phase movements in arriving at the final set up position of the box. The side walls l9 and 20 are made to extend at right angles to the front panel while the rear walls 23 and 24 extend outwardly at an obtuse angle to the side walls l9 and 20 and their edges 36 and 31 substantially meet at the back of the device. The top wall 48 is folded down at right angles to the front panel and the flap 42 and extension walls 21 and 28 he substantially in the same plane which is at an obtuse angle to the plane of the top 4|].

As shown in Figures 2 and 6 the set up box is an octahedron consisting of a number of rectangles or parallelograms comprised of the front panel, side walls |9 and 20 and the top wall 48. The rear walls 23 and 24 are trapezoids, the extensions 21 and 28 and flap 42 form a triangle and the open bottom of the device is in the shape of a pentagon.

This geometrical figure gives strength to the box as a whole as well as giving it an area of large purchase upon the shelf tending to prevent the rocking forward of the sign which might tilt it off the shelf and result in breakage of the translucent panel l4.

The interior wall shape of such a box also lends improved reflecting qualities to the walls thereof. The shape of the box also facilitates its setting up and this action is further made easy by the arrangement by which the nose 39 slips into the cut-away portion. Moreover the arrangement is such that the lamp socket 33 cooperates to hold the two extension walls 27 and 2B in position, which in effect binds the entire structure in the set up position.

The sign occupies a position on the shelf I just as the ordinary genuine commercial cartons and it is preferably blended or commingled with these cartons so as to give the impression that the sign is no more than one or two of the genuine packages or cartons of the goods. Then when the sign is illuminated it creates surprise and pleasure in addition to driving home the brand name and the dress of the package to the customer. The sign will cause the particular package and brand advertised by it to stand out prominently above all other articles displayed on the shelves of the merchant.

Referring again to Figure 3, at the bottom of the central panel is a bottom extension piece 49 crease-hinged at 50 to said central panel and a flange 5i crease-hinged at 52 to the bottom extension piece 49.

As shown in Figure 6 the bottom piece 49 sup-- ports the translucent panel I4 and the flange 51 holds the translucent panel M on the bottompiece 49. A reinforcing strip or tape 53 is secured back on the flange 5i Angle strips 54 are afiixed to the box and. transparent panel I4 at the top and sides of such transparent panel to hold the latter up against the frame ll.

Although the invention has been described in connection with a shelf it will be understood that the same may repose on a bar or any other support and that the sign may be associated with the goods or not as occasion requires. For instance the sign need not be placed between genuine packages or cartons of the goods advertised by it but may be associated with the goods of other manufacturers or it may be used alone without association with any cartons or packages.

Although the sign is described as having its illuminated display face on the front wall or front panel it will be obvious that this display face may be made upon one or more parts of the panel; for instance upon both the obverse and reverse faces.

The invention is susceptible of embodiment in many other forms but the form herein described is the best mode known at the present time for using the invention.

It is obvious that various changes and modifications may be made in the details of construction and design of the above specifically described embodiment of this invention without departing from the spirit thereof, such changes and modifications being restricted only by the scope of the following claims.

What is claimed is:

1. An illuminated shelf display sign comprising a shadow box shaped'at its front portion as a facsimile of packages of merchandise to be advertised thereby, a translucent panel in the front portion of said shadow box bearing the brand name of the advertised merchandise and being otherwise in imitation of the front wall of such package of merchandise, said shadow box having a substantially flat bottom portion to rest on a shelf alongside genuine packages of the merchandise advertised thereby so as to produce the illusion of a continuous shelf of the genuine packages of merchandise, means in said shadow box for illuminating said translucent panel whereby to attract the attention of purchasers and indelibly impress upon their minds the brand name and merchandise advertised by the sign, said translucent panel having directly reproduced thereon the brand name and dress of the genuine package, the front portion of the shadow box edging said panel having depicted thereon the dress of the genuine package in continuity of the dress borne by said panel, the front portion of the box below the panel extending down substantially to the plane of the flat bottom portion.

2. In combination with cartons of genuine merchandise arranged in a row upon a shelf in which the cartons are substantially cubical havingflat'bottoms to rest on the shelf, flat sides to abut against one another in a contiguous row on the shelf, and front walls bearing the brand name and distinctive dress of the merchandise, of a dummy carton inserted in the row of the genuine cartons, said dummy carton having a fiat bottom to rest on the shelf and flat sides to abut against the sides of the adjacent genuine cartons and having a front edge frame and a translucent panel in said frame, said frame and panel having depicted on the outside thereof the brand name and distinctive dress of the genuine carton, the frame below the panel extending down to the fiat bottom, said translucent panel being of single thickness and having depicted thereon a permanently reproduced imitation of the dress of the genuine package, said genuine and dummy cartons being all of substantially the same size so as to create an impression of uniformity and genuineness throughout the entire array on the shelf, and a source of illumination in said dummy carton for the purpose of bringing to life the dummy on the shelf.

3. In combination with a shelf containing substantially rectangular genuine cartons of merchandise having flat bases for resting directly upon the shelf and with flat side walls for coming in direct contact with one another to produce a contiguous array of merchandise upon the shelf, said genuine cartons having on the front walls thereof a distinctive dress and a distinctive brand name, of a dummy carton made also in the same size and same rectangular form as said genuine cartons and being in all respects externally similar thereto with a fiat bottom and fiat sides for resting on said shelf and forming an unbroken line with said genuine packages on the shelf, said dummy carton having an edge frame in its front wall and a translucent panel in said frame, said frame and panel being reproduced in the distinctive dress and distinctive brand name of the genuine cartons, the simulation in the edge frame and panel extending down to the very bottom of the dummy carton, said translucent panel having depicted on its front portion the reproduced distinctive dress and brand name of the genuine packages, and means within said dummy carton for illuminating the front translucent panel and the distinctive dress and brand name borne thereby whereby to emphasize the merchandise over the genuine cartons and over other merchandise.

4. An illuminated shelf display sign comprising a blank having a front panel with an opening therein and an edge frame extending about the opening, side walls crease-hinged to the sides of the panel, rear walls crease-hinged to the side walls, said rear walls having extensions creasehinged diagonally thereon, said extensions having overlapping parts with registering openings therein, one of said extensions having a protruding tongue, 'a top wall coming off the top of the panel and crease-hinged thereto, a rear flap crease-hinged to the outer part of the top wall and having a cut away portion for receiving said tongue, a lamp socket projecting through the alined openings and in communication with an external source of electric current supply, and a lamp in said socket within the shadow box.

5. An illuminated shelf display sign comprising a blank having a front panel with an opening therein and an edge frame extending about the opening, side walls crease-hinged to the sides of the panel, rear walls crease-hinged to the side walls, said rear walls having extensions crease- 35 hinged diagonally thereon, said extensions having overlapping parts with registering openings therein, one of said extensions having a protruding tongue, said extension wall also having a notch at one side of said protruding tongue, a top wall coming off the top of the panel and crease-hinged thereto, a rear flap crease-hinged to the outer part of the top wall and having a cut away portion for receiving said tongue, the wall of the flap adjoining said cut away portion interlockingly receiving said notch, a lamp socket projecting through the alined openings and in communication with an external source of electric current supply, and a lamp in said socket within the shadow box.

ALEXANDER C. FLETCHER. 

